The thing with marketing is you should always be testing your sales message against a control to see if you can beat it. Marketing is more about testing copy than changing your entire marketing plan. The marketing plan may be sound but if your sales copy sucks, your marketing plan is worthless. It all comes down to the salesmanship of your advertising.
Here is how to test copy. Let's say you tested 3 different sales letters (or print advertisements, or website sales pages, or Google AdWords text ads, etc). Out of the 3, you will find that one of them will most likely have a higher response rate than the other two. That best response sales letter becomes your control. You then use that control letter as your main sales letter while on a smaller scale you continue testing new sales letters to see if you can create one that generates a higher response rate than your control letter. Once you create a new letter that beats your control, that new letter then becomes your control and you create new sales letters that you test on a smaller scale to again see if you can beat the new control. When you do beat it, the new letter becomes your control. You just keep repeating the process to continuously improve your control to generate maximum results. This is how the best marketers create powerful campaigns--testing, testing, testing!
Another way to think of a marketing plan and testing copy is to compare it to a race car. If you lose a race, you don't build a new race car from scratch. You continuously fine tune the car to make it faster. It is the same with a marketing plan and sales copy. A marketing plan tells you who your market is and the unique benefit(s) your product or service offers them. Your marketing plan is the race car. But, to compete in the race (the market), you must continuously fine tune your race car (sales message/copy) to pull the maximum results out of it. This is done by testing different sales copy against a control to always try to squeeze a higher response rate from it. For example, just changing the headline in an advertisement can increase the response rate by 100%. Marketing is the art and science of testing copy. Almost never does an advertisement produce great results on the first try. Great advertisements are the result of testing many slightly different messages to continuously see if you can produce higher response rates.
To your marketing success!
Peter Geisheker, CEO
The Geisheker Group Marketing Firm
"We don't help you compete, we help you dominate"
http://www.geisheker.com
Main: (920) 471-1638
Fax: (920) 227-2261
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